Wix, a Web platform for small business owners, is suiting up for the big game.

The company will air its first Super Bowl spot in the fourth quarter of the Feb. 1 telecast on NBC, Wix said on Wednesday.

The 30-second spot will tout a user-friendly platform that aims to make it easy for mom-and-pop businesses to build and maintain their own e-commerce sites.

Israel-based Wix, which boasts 55 million paid users globally, has previously focused its ad dollars on cheaper direct-response marketing methods like mailings and remnant TV ads.

By comparison, the price tag for a single 30-second Super Bowl ad is $4.5 million, although returning advertisers and those that buy multiple spots typically pay less than the list price.

At least a dozen new advertisers are entering the Super Bowl lineup, including Loctite glue and phone battery device Mophie. Returning advertisers include Doritos and Mercedes-Benz.